SWOT Analysis and Service Marketing Challenges for British Airways

This report discusses the SWOT analysis of British Airways, key service marketing challenges for the next 3 years, and recommendations to overcome these challenges. It also evaluates threats through theoretical principles of services marketing.

INDIVIDUAL WRITTEN
REPORT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The strengths, weaknesses, opportunities, and threats (SWOT) facing the British Airways-.....3
Key service marketing challenges for the next 3 years of the company-....................................4
The threats through the lens of theoretical principles of services marketing and provide
recommendations to overcome challenges-.................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is the action or the business of selling and promoting the products and services which
includes the market research as well as the advertising. This is process is very important for
every business as it helps them to reach the products and services to their customers strategically.
It also helps the customers to know the products and services and the position of the company by
the quality and innovation of the products. British Airways is the aviation sector company and it
is the flag carrier airline of the UK. The company has headquartered in the London, England.
This airline is considered as the second largest UK based carrier (O’Neill, 2018). This report will
discuss the SWOT analysis of the British airways and the key services challenges for the next
three years. Further, it will also discuss the threats through the theoretical principles of the
services and providing the recommendations to overcome these challenges.
MAIN BODY
The strengths, weaknesses, opportunities, and threats (SWOT) facing the British Airways-
The swot analysis of the British Airways-
Strengths- This is the internal factor of the company which helps the company to have he
competitive advantage in the market and helps in achieving the position in the market. The
biggest strength of the British Airways company is that this company is putting lot of focus and
efforts for becoming the sustainable brand. They are putting money for the expansion of the
network as well as adopting the advanced technology very quickly. This company ensures about
the utmost safety for the passengers which helps them to avoid the incidents and unfortunate
accidents in the airline. The company has the good brand name which helps them to attract the
large number of the passengers by travelling through these airlines as well as it has the large
international routes all over the world.
Weaknesses- These are the internal factors which hinders the company's success. The biggest
weakness of the British Airways is the issues with the HR. This department pays the vital role
achieving the goals as well as managing the resources in the company as well. The revenue of
this company is heavily and largely depended on the local market and because of this the
company gets much affected by the Brexit and has also has the large impact by the Covid 19
pandemic. Almost 50% of the revenue is generated from the domestic market for the company.

Opportunities- These are the external factors which will help them to achieve the leading
position in the market. British Airways has expanded its services for increasing the revenue
growth of the company (Endrizalová and et.al., 2018). They can use the premium services for the
passengers that will attract the more number of customers and this will directly lead to increase
in the revenue of the company. The company can go for the expansion to the international
markets because it is very high time for the aviation industries to expand its flights to the
international routes. And along with this, the another most important factor that the company
must adopt the advance technology as this will help the British Airways to grow more by
utilizing the technology such as the artificial intelligence, cloud based computing and many
more.
Threats- These are the external factors which has the major impact on the working of the
businesses. The British Airways company has also faced issues by the Covid 19 pandemic
because this company is depended on the local market which cause the large impact on the
revenues of the company. The aviation sector is the highly competitive market and this also has
the impact on the airline company. The another important which has impacted the company very
largely is the Brexit because it causes the lot of economic uncertainty in the country which has
affected the British Airways as well. British Airways face the high level of the regulatory factors
from the authority as well as from the aviation industry as well and this has the impact on the
working of the company because they have to follow the things.
Key service marketing challenges for the next 3 years of the company-
The British Airways company will also face some service marketing challenges for the next
years are such as-
Services are Intangible- The services are not physical like the products. Marketing of the
services is very crucial for the aviation industry because till they will not experience this, the
customers ate not satisfies and gets convenience about this. In the next years, the customers will
become more prone of getting the effective and quality services for what they pay (Wittmer and
Bieger, 2021). IT will become more difficult for the British Airways to convince that the
company is offering the services is worth of what they are paying for it.
Quality is variable- The services are performed whenever required, so they are very difficult to
control. The environment may happen that it is not the same every time so at this time there other
variable factors may also involve. The quality of the service is depended on the moment by the

both provider and by the customers as well. The customers always wants them to must receive
the quality service from the company. British Airways company is the aviation sector company
and it is very important for the company to understand the issues they are facing while providing
them the good quality services because the quality of the service provided by the staff depends
on the motivation given to the company as well as on their knowledge and experience.
Services cannot be stored- The key challenge faced while marketing the services is that cannot
be stored so it becomes difficult for the customers to show the services that the company will
provide. The next years, customers will be very smart, and they will ask for the companies to
provide them all the services which can be provided by the given money. British Airways
company will also face this challenge in the future because it is very important aspect which
must be taken into consideration while the passengers arrives at the airports as well as in the
airlines.
The threats through the lens of theoretical principles of services marketing and provide
recommendations to overcome challenges-
The threats of the company can be evaluated by the Pestle analysis such as-
Political Factors- The political factors also has the impact on the Working of the business and
this will also impact the British airways as well. The frequent strikes of the employee unions in
the UK affects the brand image of the company and the other factors like Post Brexit also has the
impact on the British Airways. This has the threat on this company and the company must take
measures to avoid these problems.
Economic Factors- The Heathrow airport has decided to expand its third runway which will
high impact on the operational costs as well as on increasing the costs. The low fuel prices has
increased the profitability of the company in the short term (Noor and et.al., 2020). This has the
high impact on the service marketing of the British Airways company.
Technological Factors- This is the most important factor which has the high impact on the
businesses and also on the aviation industry. British Airways has to adopt the technology in their
airlines because this will help them in having the competitive advantage in this industry (Hole,
Pawar and Bhaskar, 2018). If they will invest in the technology this will improve the customer
experience.

Environmental Factors- The airlines have the impact of the rules and regulations, made because
they have much impact on the environment. They produce much carbon pollution so it impacts
their business.
Recommendations-
Adopting the Technology- British Airways must adopt the advanced technology as this will
help them to have he competitive advantage, and they will lead in this industry. This is the most
important action which this company must take as this will provide in effectively serving the
services to the customers as well as in the marketing of the services provided by the company.
Collecting the Feedbacks- The best way to help the company in increasing the number of
passengers and increasing the revenue can be done by sharing the experience of the customers
with them so that the marketing of the services could be done effectively. This is the best
methods which will help the company to understand the improvements if required. Collecting
the feedbacks from the customers will help the staff top understand how effectively they are
serving the customers and what all things can be added more in the services by evaluating the
feedbacks from the customers.
Marketing Mix- The British Airways must consider all the 7 P's of the marketing mix such as
Price that it set the better deals for the customers, Promotion, Place that is deciding the target
market of the company, positioning that is the way to create the position of the company in the
minds of the people (Wahyono and Nurjanah, 2020). Physical Evidence is the best way of
marketing the services as by providing the evidence will help the customers to understand the
services provided by the company as well as telling them the process that how these services are
provided to the customers.
CONCLUSION
This report will discuss the Swot analysis of the company for understanding the strengths and
weaknesses of the company. Along with this, it will also discuss the key challenges which will
be faced by the company of the service marketing in the future. Further, it will also discuss the
factors which are the threats for the company with the recommendations.

REFERENCES
Books and journals
Endrizalová and et.al., 2018. Brand Design as the Part of the Airlines Marketing
Strategy. MARKETING, 1009, p.6Ps.
Hole, Y., Pawar, S. and Bhaskar, M.P., 2018. Service marketing and quality
strategies. Periodicals of engineering and natural sciences, 6(1), pp.182-196.
Noor and et.al., 2020. The model of experiental marketing, service quality, and customer
loyalty. Journal of Talent Development and Excellence, 12(1), pp.192-199.Noor, Z.Z.,
Noor, Z.Z., SH, S., MH, M. and Kn, M., 2020. The model of experiental marketing,
service quality, and customer loyalty. Journal of Talent Development and
Excellence, 12(1), pp.192-199.
O’Neill, B., 2018. Developing future leaders at British Airways. In The Photofit Manager (pp.
72-89). Routledge.
Wahyono, W. and Nurjanah, U., 2020. Building Customer Loyalty through Strategy
Experiential Marketing, Service Quality, and Customer Satisfaction. Management
Analysis Journal, 9(2), pp.122-131.
Wittmer, A. and Bieger, T., 2021. Demand and Marketing in Aviation. In Aviation Systems (pp.
251-282). Springer, Cham.
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